Perform launches in-play pricing marketplace
William Hill and Sporting Solutions two of the first to sign-up to offer live prices via RunningBall Odds Store
Perform Group is launching an innovative sportsbook marketplace, offering operators the ability to mix and match their in-play price feeds by selecting from a variety of different suppliers.
The RunningBall Odds Store has already signed up three pricing providers in the shape of William Hill, Sporting Solutions and Austrian supplier Wettbuero, with Perform currently in talks with a number of additional interested parties.
The Odds Store gives operators the flexibility to choose which price feeds to use for particular events on a pay-as-you-go basis – for instance, an operator could opt to take William Hill’s football prices but then choose to use Sporting Solutions for its live NFL, either for the whole season or just a one-off match.
The product also means operators have the opportunity to benefit from the trading and risk management capabilities of a wide pool of trading teams rather than being tied down to a single supplier.
Perform will manage the data via its proprietary software to ensure operators receive the in-play feeds through a unified API, whatever the mix of events and suppliers selected, for which it will take a revenue share from any agreements.
“By partnering with some of our trusted RunningBall clients, we’ve created a solution whereby through one integration, a bookmaker will have choice and flexibility in choosing live odds from top quality odds providers,” Shane Gannon, Perform Group head of trading solutions, said.
The operators and suppliers providing feeds will be responsible for any regulatory and legal issues involved and will also determine their own price points.
Speaking to eGaming Review, Jamie Hart, William Hill director of innovation and customer experience, said the operator’s decision to make its prices available via the Odds Store would enable it to test the viability of the B2B model.
“It’s a cost-effective toe in the water for us to access the B2B market,” Hart said. “What we learn from this will give us valuable intelligence when deciding our direction on B2B going forward,” he added.
Marketplaces have been present in the online gaming sector for a number of years although the Odds Store is thought to be the first of its kind in sportsbook.